{"id":17288,"date":"2021-09-08T11:57:15","date_gmt":"2021-09-08T06:27:15","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=17288"},"modified":"2021-09-08T11:57:17","modified_gmt":"2021-09-08T06:27:17","slug":"ppcchat-end-of-etas","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-end-of-etas\/","title":{"rendered":"PPCChat | End Of ETAs | 7th August 2021"},"content":{"rendered":"\n

Welcome happy readers! This week’s PPCChat discussion was focused on the latest announcements<\/a> from Google regarding sunsetting ETAs by 30th June 2022. Host Julie F Bacchini<\/a> sought PPCers view on this recent announcement, how are they preparing themselves, any advice they want to give regarding Responsive Search Ads, and more. <\/p>\n\n\n\n\n\n\n\n

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Q1: With Google Ads announcing that expanded text ads (ETAs) will no longer be able to be created as of June 2022 – what are your thoughts\/feelings?<\/strong><\/h4>\n\n\n\n
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My thoughts are (as usual) why is this mandatory? how in the actual #&*@! do they expect this to work smoothly across all industries? gross! @JuliaVyse<\/a><\/p>\n\n\n\n

My conspiracies are all becoming true. Google is taking control from the advertiser…again, and not providing sufficiently granular enough data to back up their approach. @JonKagan<\/a><\/p>\n\n\n\n

Not surprised, but with this change, @GoogleAds<\/a> definitely needs to give more data on individual ad elements (beyond simply impressions) so we can know how to improve the inputs we submit for RSAs @PPCKirk<\/a><\/p>\n\n\n\n

ETAs going away is a nightmare for heavily regulated industries. It’s hard enough to explain ETAs to legal depts – RSAs are impossible and often won’t get approved. Could be a deal breaker for some businesses unless we pin all headlines & descr @beyondthepaid<\/a><\/p>\n\n\n\n

I’m not surprised – the writing has been on the wall for about a year now, especially as RSAs became the “default” in campaign setup + ETAs were buried. @DigitalSamIAm<\/a><\/p>\n\n\n\n

Why does @GoogleAds<\/a> feel like they have to cram ad copy testing into the black box? Ad testing was great for getting customer insights and with existing reporting capabilities that will virtually disappear. @robert_brady<\/a><\/p>\n\n\n\n

Never a dull moment in SEM… @dan_patterson<\/a><\/p>\n\n\n\n

I’ve been all in on the AI for a while so I am pretty happy to not have to worry about the “old way” for too much longer. Just need to get my pinning strategy in place. @jimbanks<\/a><\/p>\n\n\n\n

I am certainly not surprised by this announcement but bummed it is actually happening. Effectively will end testing, which sucks. And it is not feasible for all clients (compliance). Seriously hoping reporting expands otherwise, really not good. @NeptuneMoon<\/a><\/p>\n\n\n\n

That being said, I think this change is a HUGE opportunity for smart PPC pros. @DigitalSamIAm<\/a><\/p>\n\n\n\n

So…who has an ad copy template already ready? mine is okay, but…@JuliaVyse<\/a><\/p>\n\n\n\n

Hopefully, they will roll out more data to make understanding the impact of different headlines and descriptions possible. But I won’t hold my breath just yet…@dan_patterson<\/a><\/p>\n\n\n\n

End of ETAs Isn’t this just another little twist in the way the interface constantly changes and in the way Google optimizes outcome from the media+budget+marketer equation? Google Ads is a game of constant change. @soanders<\/a><\/p>\n\n\n\n

This is exactly where my head went. Try working in real estate, consumer healthcare, law, basically any regulated industry and use RSAs. It sucks because you need to overly work them and customize them into submission. Not cool @timmhalloran<\/a><\/p>\n\n\n\n

Not surprise but at the same time RSA is not helping to convey the message which we can actually happen to do in ETA… @cmshah93<\/a><\/p>\n\n\n\n

It\u2019s a huge indication that if you are not using RSAs currently, now is the time to start testing them in your existing structure and including in new builds. For the highly regulated industries and practitioners with very strict copy guidelines, I feel for you. @BrettBodofsky<\/a><\/p>\n\n\n\n

The more they can cut the agencies out of the chain the better – keep slowly reducing the options and we can all be in auto apply heaven soon @ZaddleMarketing<\/a><\/p>\n\n\n\n

Echoing other\u2026 hard for those in highly regulated industries. We have been running RSA and ETAs in combo for a bit now – so hopefully won\u2019t be too jarring for us. @Galliguez<\/a><\/p>\n\n\n\n

We all knew this day would come since last year. I bet if COVID didn’t happen… it would have been gone this year instead. Change is constant. @duanebrown<\/a><\/p>\n\n\n\n

Personally, I wish ETAs could continue to be created in the same manner. But maybe with all data pushing towards one RSA we could get some more clarity on which components are performing best\u2026@BrettBodofsky<\/a><\/p>\n\n\n\n

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Q2: Is there anything you\u2019re doing or planning to do to prepare for this change? (It is nice that we have a long horizon to prepare for this at least).<\/strong><\/h4>\n\n\n\n
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We’re starting to work on redoing compliance templates. @beyondthepaid<\/a><\/p>\n\n\n\n

Besides my additional angry letter writing efforts? Likely create RSA’s with just minimum and nearly identical headlines\/descriptions as a really unnecessary and petty way to tell google I will not comply. @JonKagan<\/a><\/p>\n\n\n\n

Yes. adjusting templates and telling clients about it now. It helps that we do a lot of types of ads, so the asset-based approach feels like Locals, App, and Discovery campaigns. Not so all the way new. @JuliaVyse<\/a><\/p>\n\n\n\n

Expecting this, we’ve already made it a habit to include one RSA + 2 ETAs in every ad group, except in the cases where it was clear to utilize ETAs only for whatever reason. We’ll begin transitioning each account to RSAs Q1 2021, post holidays @PPCKirk<\/a><\/p>\n\n\n\n

I’m already running RSAs in all my ad groups in preparation for this. If you’re not, I’d suggest starting to or doing what you need to be able to. Test those ETAs for as long as you can to get data to use for RSAs too. @NeptuneMoon<\/a><\/p>\n\n\n\n

We ensure all new builds are launched with ETAs and RSAs, so just continuing to monitor the combinations that arise and making corrections if anything funky comes about @BrettBodofsky<\/a><\/p>\n\n\n\n

Gonna be testing my pinning theories much more. And writing some awesome ETAs to keep fighting past the sunset. @robert_brady<\/a><\/p>\n\n\n\n

Continue to test RSA. Set expectations with new clients in the near future. This change could impact account performance in either direction. Similar when we went from STA to ETA. @duanebrown<\/a><\/p>\n\n\n\n

Our crew MacGyvered a sheet that shows all possible H combinations, to detect things which if unpinned, would be embarrassing: docs.google.com\/spreadsheets\/d\u2026<\/a> Feel free to use. @heyglenns<\/a><\/p>\n\n\n\n

Continuing to warehouse the historical Google Ads ad data using Google Cloud Data Transfer – cloud.google.com\/bigquery-trans\u2026 Can then analyze which on RSA ads have done well and train the RSA’s with those elements. @jimbanks<\/a><\/p>\n\n\n\n

Preparing for the end of ETAs Not specifically. We continuously optimize campaigns and update the way we work, so I am guesshoping this will just enter the flow. @soanders<\/a><\/p>\n\n\n\n

That\u2019s been our MO in-house here as well\u2026@Galliguez<\/a><\/p>\n\n\n\n

Probably not. Not the same thing as when they changed from standard to expanded but sort of the same. We’ll just move things over in current and new accounts more and more. It’ll change the way we test stuff too though, that’ll be a bigger change @timmhalloran<\/a><\/p>\n\n\n\n

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Q3: What is your best piece of advice regarding responsive search ads (RSAs) since they will be the only option in less than a year?<\/strong><\/h4>\n\n\n\n
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Don’t try to do everything at once. Keep your messages consistent, and remember we’re still dealing with ad groups and keyword themes (for now).@JuliaVyse<\/a><\/p>\n\n\n\n

Learn to love reading mystery novels. @JonKagan<\/a><\/p>\n\n\n\n

Best piece of advice for RSAs Yeah, I am listening. If someone has a methodology for building these for meaningful results, I want it. I find RSAs frustrating, so I get someone more patient to create them for me. @soanders<\/a><\/p>\n\n\n\n

Have columns in a spreadsheet with the “style” of each headline, then play about with different ways to say those headlines. Ensure you’re not replicating similar headlines across multiple headlines in the same RSA #ppcchat<\/a> (forgot to add the #) @ZaddleMarketing<\/a><\/p>\n\n\n\n

Don’t let G Ads pressure in the ad creation process make you make bad choices. It wants more, more, more headlines!!!! Make sure you have good ones, don’t just write them to fill the lines it keeps adding! @NeptuneMoon<\/a><\/p>\n\n\n\n

You don’t HAVE to max out the full available number of headlines and descriptions. Just because you can, doesn’t mean you should or need to @timothyjjensen<\/a><\/p>\n\n\n\n

Being mindful of pinning is super important. You want your ad to be easy to read and understand. For example, you wouldn\u2019t necessarily want your CTA headlines to be able to show in h2 and h3 at the same time\u2026 would you? @BrettBodofsky<\/a><\/p>\n\n\n\n

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Q4: It was shared that your RSA \u201cad strength\u201d rating does not impact quality score, but does it impact performance in your experience?<\/strong><\/h4>\n\n\n\n
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Not across the board, but in some cases yes. @JuliaVyse<\/a><\/p>\n\n\n\n

I too can say lots of things, and at the same time, provide no helpful insight. @JonKagan<\/a><\/p>\n\n\n\n

Don’t know to be honest. I don’t look at those scores typically in ad accounts. We are more focused on hit hitting KPI and how to move the needle @duanebrown<\/a><\/p>\n\n\n\n

As I shared earlier, kind of hard to not think that performance is being impacted, negatively, when you see this in your ad groups. Note the last thing to fix the ad strength. @NeptuneMoon<\/a><\/p>\n\n\n\n

I look at it this way: quality scores are already low for many B2B industries. Ad strength is just another metric we’ll probably ignore. @beyondthepaid<\/a><\/p>\n\n\n\n

Impact of ad strength I haven’t tested this, but if the machine says it is bad, it can’t be good. @soanders<\/a><\/p>\n\n\n\n

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Q5: Have you seen any improvement in the search query data available within Google Ads?<\/strong><\/h4>\n\n\n\n
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What search query data is that? @soanders<\/a><\/p>\n\n\n\n

Mixed results – improved visibility for some accounts, others (healthcare specifically) are unchanged. @beyondthepaid<\/a><\/p>\n\n\n\n

If by improvement we mean less data in the ad account. Then it’s amazing. @duanebrown<\/a><\/p>\n\n\n\n

Hasn\u2019t felt that way. There are still many instances on the search network where I\u2019ll want to look at a low a volume campaigns converting search terms but can\u2019t. ANY SEARCH TERM THAT CONVERTS, I WANT TO SEE IN THE SEARCH TERMS REPORT. @BrettBodofsky<\/a><\/p>\n\n\n\n

No, and to be honest it oddly seems to be getting worse, but I can’t figure out if it is just me or not @JonKagan<\/a><\/p>\n\n\n\n

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Q6: Anything else on your mind regarding Google Ads this week?<\/strong><\/h4>\n\n\n\n
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Um, *gestures vaguely at everything* just like, stop? and also, no. ew! @JuliaVyse<\/a><\/p>\n\n\n\n

Ecommerce PPCers, prepare for another Shipageddon season and how it could impact Google Ads clients: twitter.com\/PPCKirk\/status\u2026<\/a> @PPCKirk<\/a><\/p>\n\n\n\n

I’d like to know if Google plans to exempt regulated industries from RSA pinning penalties. Also, a bit more transparency on RSA data as well as the reasons for their decisions would be appreciated. @TheCopyTrail<\/a><\/p>\n\n\n\n

What’s on my mind about Google Ads. A question to fellow #ppcchat<\/a>‘ters: Do you bother maintaining a >90% optimization score by reviewing all the recommendations like we do? Or don’t you bother? (we use it for training) @soanders<\/a><\/p>\n\n\n\n

Can we all agree that a migration to GA4 is currently in no one’s best interest? The Broad+Smart+RSA worked out nice, I give them credit, but please stop pushing the auto-updates. Also: Go Jets! @JonKagan<\/a><\/p>\n\n\n\n

Did clients listen and order enough stock. Had some monthly calls today and thankfully clients did. Read this great thread on supply chain issues that is only going to get worse: twitter.com\/bethsawin\/stat\u2026<\/a> @duanebrown<\/a><\/p>\n\n\n\n

It was an issue last year and been tweeting about it for the last year plus. Now it’s even worse than Q3\/4 2020. All the little things adding up and see the knock-on affect happen. @duanebrown<\/a><\/p>\n\n\n\n

Just getting ready for the holidays. Anyone has some good PPC Black Friday \/ Cyber Monday checklists to reference? @BrettBodofsky<\/a><\/p>\n\n\n\n

The stupidity of the identity verification process. I almost felt like I needed to get hold of a Mclovin fake ID to verify an ad account, instead, I got a friend to verify. Seems to completely contradict the reason for doing it. @jimbanks<\/a><\/p>\n\n\n\n

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PPCChat Participants<\/strong><\/p>\n\n\n\n